What is Lead Generation and How is it used?

The definition and significance of Lead Generation

Lead generation is the term which defines how the products and services of a business can stimulate consumer interest and further consumer exploration into that product or service. Businesses need “quality” leads, where the “quality” is determined by the likelihood of the consumer to actually consider and make that purchase. Generating high quality leads is the number one challenge and lead quality is the omnipotent factor that can make or break an organizations success.

According to a report from WebMarketing123, 54% of B2B marketers consider lead generation the number one digital marketing goal. Brand awareness is number 2 at 28%. Developing a stronger online presence and building reputation among prospects has become more important within the last few years, and more businesses are actively marketing on the web. Businesses want to improve sales, but the reason that an increase in sales is not the number one priority is because developing lead generation methods will more likely produce more opportunity for converting leads into quality leads and sales.

 

The difference between lead generation and demand generation:

Lead generation includes collecting registration information (for example, creating an account) often in exchange for viewing the content of a site. This way, a marketing database for email or telemarketing is built up. The direct outcome of creating leads is that new contacts are now available for sales and online marketing. On the other hand, demand generation is the practice of creating demand for an organization’s products or services through marketing. The direct outcome is that the audience is more likely to purchase the product or service. To clearly state, demand generation focuses on changing the audiences perspective about a product/service through marketing, while lead generation focuses on capturing their information, so that they can be marketed directly to.

1. Content marketing for lead generation:

• The focus of lead generation is creating demand for the content, not the product

• The message, promotions, navigation paths, all focus on the content being offered and individuals into a registration page to access the content.

2. Content marketing for demand generation:

• The focus is creating demand for specific products or services

• The content must be broadly distributed.

• Any barriers that stand in the way of discovering content, consuming content, and sharing content, must be removed.

Lead generation and demand generation must work together in a sequence, and either one can come first. In the case that lead generation is first, lead generation programs are used to create a database by collecting emails and other information. Then, one-to-one marketing drives the demand from a smaller audience with targeting sharing. In the case that demand generation comes first in the sequence, the demand generation programs are used to create interest and buzz about the product. Then, leads are captured as a means to fulfill one specific interest that was created by the demand generation programs.

Reference

Webmarketing123. (2012). Webmarketing 123Reports on the 2012 state of digital marketing. Retrieved on April 9th, 2013, from

http://www.webmarketing123.com/news/webmarketing123-reports-on-the-2012-state-of-digital-marketing/

About.com. (n.d). Marketing Benefits of Using Lead Generation. Retrieved on April 9th, 2013, from

http://marketing.about.com/cs/targetmarketing/a/leadgeneration.htm

Marketo.(n.d). Demand Generation. Retrieved on April 9th, 2013, from

http://www.marketo.com/demand-generation/

Content Marketing Institute. (2012). What is Content Marketing? Retrieved on April 9th, 2013, from

http://contentmarketinginstitute.com/what-is-content-marketing/

What is Printchomp

What is Printchomp?

Printchomp is established in May 2012 by Joseph Puopolo and Decaln Whelan. Printchomp is a real-time marketplace for print goods. They make the process of searching, ordering and tracking business’s print job easier. It has teamed up with leading global graphic design marketplace. There are various products, such as 3D printing, Blueprints, brochures, business cards, and etc. This is a tool make printing easier and smarter. Printchomp has a directory of over 50,000 printers at 500 locations in its extensive network.

Printchomp can do a price comparision and help you to find the best print for you at the most efficient way.

But how it works for your business? This video is derived from their official website that will explain it process.

Why Blogging is important to marketing student?

Are blogs out of date? Do people indeed read the blog posts? Why students need to write their own blogs? In this blog post, I will explain the reasons, statistics and benefits that why blogging is still important to you.

The following facts will illustrate the data of blogs (Khan, 2012).

  • Based on the report of the state of the blogosphere in 2010, 42% of bloggers promote brands through their blogs
  • According to a report by Universal McCann, 775 of active internet users have habit of reading blogs
  • Today there are about 156.3 million blogs
  • More than 25% of bloggers are starting to use mobile blogging.
  • There are 68,312 new blogs are formed every day, according to BlogPluse.

 

What are the benefits for students?

Engaging readers: Blogging roles as a personal bridge to engage you and your audience. It could be a platform to communicate with different audience or even your potential managers.

 

Improved level of confidence: English is my second language, I am quite unconfident in English writing. Since I start writing this blog, there are many unknown bloggers and people click “like” on my blogs. It is time for other people proving my writing. Additionally, blog tends to be a personal platform that doesn’t really focus on grammar and academic writing. Please trust me, if those one who have the similar experience as me, blogging is an excellent tool to build your confidence.

Prove skills: Blogs can become one of your competitive advantages when you have interview with a new company. Blog is the best evidence to prove your writing skills and communication skills, rather than just talking about the skills you acquired in the two page resume. It could let the interviewers to deeply know about you and what you can do for the company.

Personalize Branding: as a marketing student, you should not only master how to market yourself, but also learn how to brand yourself in different social media platform. Blogs can be one of your powers in how you connect and advertise yourself. It can also used to show why you are different than others.

Reference

Khan. (2012). Incorporating Blogging into Education. Retrieved on April 9, 2013, from

http://www.instantshift.com/2012/10/11/incorporating-blogging-into-education/

Social Media and Cosmetics Industry

Cosmetics industry is best defined as a preparation for external application on the human body and as a modification of the physical look and conservation for beauty usage (Chile, February 2012). Cosmetics industry has been controlled by a handful of multinational corporations in early 20th century. The dominated world largest cosmetics companies are The L’Oreal Group, The Procter& Gamble Company, Shiseido Company, and Estee Lauder companies.
According to the article written by Perry, the Cosmetics industry is composed of five product segments with market share in the following
§   Skin care 27%: Skin care makes up about 27% of the cosmetic industry, including facial cleansers, skin moisturizers, essence, eye cream, whiting products, body lotion, anti acne products and anti-aging products.
§   Make-up 20%: This segment has vast sub-segment lines. It prefer to coloring products intended to enhance people’s appearance. The categories are the following: primer, foundation, eye shadow, eye liner, eye pencil, mascara and powder.
§   Hair care 20%: The majority products in this segment are shampoo, conditioners, styling products, hair color and relaxer.
§   Fragrance 10%: It is the highest profit segment of the cosmetic industry, which occupies 10% of the market share.
§   Others 30%: This segment is made up of products like toothpaste, deodorants, sunscreens and other personal care products.

The Role of Social Media in Cosmetic Industry

Social media has revolutionized the way that cosmetic companies connect and communicate with customers worldwide. According to Sean Singleton, group managing director of Skive Group, discussed about social media impacts on cosmetic show in Milan last year. He presented some statistics about how powerful social media has changed the cosmetic industry. For example, 200 million blogs and 95,000 beauty blog has been posted and discussed among the age of 35 to 49 years old women. So, Let us find out how the power of the social media can influence on Cosmetic Industry.

High Customer Involvement and Engagement

Compared to the traditional media, social media is a two-way line communication between target audience and the cosmetic companies. Social media provides high customer engagement and enhance the communication with their customers. The cosmetic companies are able to generate customer feedbacks via different online presences. Additionally, cosmetic companies are able to use social media to better target and approach their own customers and listen to different voices from them.

High Brand Loyalty

Social Media has been successfully used by beauty and cosmetic industries as a way to maintain and build brands. Several social media platforms such as Tumbler, Pinterest and Instagram have been utilized popularly by cosmetic companies to present new products and gain brand loyalty from customers. In addition, social media offers phenomenal cost-effective opportunities for the cosmetic industry to build their brands.”At least half of Twitter and Facebook users said they had become more likely to talk about, recommend or purchase a company’s products after they began following the company on social media,” according to eMarketer (The Atlantic, 2011)

Generate Sales

Social media is transforming the way that cosmetic companies generate the sales. Cosmetic companies use the power of world-of-mouth on social media to double their sales. According to the Kingaby research, 79% of customers, who have online shopping experience of cosmetics and beauty products, make their decisions and purchase the products before researching and reviewing the comments from the company’s Facebook and Twitter (Marks, 2012).

Suggested Social Media Platforms on Cosmetic Industry

Facebook-Estee Lauder-Your Face, You Style, Your Profile

As a prestigious and global skin care and cosmetic company, Estee Lauder captured an opportunity on Facebook to create an event called “Your Face. Your Style. Your Profile”. It was an even hold in June 5th 2010 that invited consumers who were 35 to 55 years old to have their make-up done and a professional photo taken for them. After this evens started on the Facebook, Beth Zurn, senior vice-president of global education and special events, said “there were approximately 6200 customers in North America participated in this event.” (Cosmetic World.com, 2012)
The purpose of this Facebook event for Esteer Lauder is to connect with customers and provide the right and the best profile photo for them with professional advices. As a result, Estee Lauder has received extensive coverage in blogs as well as attracting more young women to buy the products (Lee, 2011).

YouTube-Lancome-Famous Makeup Artist Michelle Phan

It is evident that the significance of YouTube has dramatically increased in the cosmetic industry year over year in video views. The best example to illustrate is the official video makeup artist Michelle Phan who is authorized from Lancome. Michelle Phan is top one most popular makeup artist on YouTube and she has more than 3.2 million subscribers on her channel. In February 2010, Lancome discovered the power of the Michelle Phan on YouTube and authorized her as the brand’s first ever video makeup artists. Michelle Phan has created many special makeup videos tutorials by using Lancome cosmetics and having Lancome products giveaway to customers.
In January 2012, Lancome launched the limited edition cosmetic products line called Michelle’s Glamour Eyes Kits exclusively available online and Sephore, a French cosmetics retail store. Lancome has successfully used the influence of YouTuber to advertise their products and build the trust with customers.
 Twitter-Bobbi Brown
When I consider which company benefits the most from twitter in the cosmetic industry is Bobbi Brown, a makeup line led by Estee Lauder. In the past two years, Bobbie Brown has implemented a comprehensive social media strategy, resulting in a 177% growth in Facebook fans and a 243% increase of Twitter followers, as well as launching of the brand’s Pinterest page (Cosmetic World, 2012). Instead of promoting products on twitter, Bobbi Brown uses twitter to provide beauty tips and advices to customers. The success of the Bobbi Brown is that they know what customers’ needs on social platforms and how to engage with them on twitter.

Pinterest-Sephora-Sephora Color Wash

Pinterest is a pinboard style photo sharing website that allows users to share and collect photos of their favorite events, interest and hobbies. Pinterest has become the third largest social media platforms; its main target audience is women (Mashable, 2013). Sephora, a popular French chain of cosmetic retail store, mainly sell beauty products. On their Pinterest website, they provide fashion tips, images from Instagram, products demonstration, and discuss about beauty trends with customers.
In April 2012, Sephora created a new competition on Pinterest called “Sephora Color wash”. It was an event that encouraged users to create new board titled “Sephora Color Wash” in hair and beauty category and pin the competition page on their board pinning five images featuring their favorite color (Simple Zesty, 2012). It would offer users a chance to win $250 Sephora gift card. In this successful Pinterest campaign, Sephora got an extremely high exposure for their brand among consumers.

Bibliography

Perry. (May, 2010). A Cosmetic Industry Overview for Cosmetic Chemists.
Simple Zesty. (April, 2012). 5 Brand Campaigns That Use Pinterest To Its Fullest. Retrieved on March 3rd, 2013 from
In Cosmetics. (2012). Social Media Trends in the beauty markets. Retrieved on March 3rd, 2013, from http://www.in-cosmetics.com/en/Contact-Us/
The Atlantic. (July 2011). Infographic: Using Social Media to Build Brand Loyalty. Retrieved on March 3rd, 2013, from
Marks. (November 2012). How has social media influenced the beauty industry?. Retrieved on March 3rd, 2013, from
http://www.examiner.com/article/how-has-social-media-influenced-the-beauty-industry
Cosmetic World.com. (2012). CEW discusses social media strategies. Retrieved on March 3rd, 2013, from http://www.cosmeticworld.com/Feature_Photos/05_14_12_CEW_Social/SocialNetwork.html

What? You are not using Mobile Marketing for your Business?

Since 2009, smartphone usage has been growing exponentially, so customers and businesses have had to adapt to become more mobile savvy. Smart phones provide an advanced platform and allow customers to access information at their own convenience. According to IAB Canada, approximately 85% of Canadians have cell phone plans, and 45% of which have smart phones. 50% of Canadians between the ages of 18 and 44 with cell phone plans are also monthly internet users.

Mobile marketing has become a top trend for a company’s B2B strategy. It provides a great opportunity for generating sales and keeping a high level of customer engagement. Using mobile marketing is five times more likely to convert a lead into a customer than online marketing. According to Forrester Research, business to business mobile marketing budgets will quadruple over the next five years, increasing from $26 million in 2009 to $106 million in 2014. Additionally, mobile search advertising will reach $1.28 billion the next few years.

Mobile marketing offers companies an opportunity to establish a high channel of communication with leads and potential clients. There are many different way of using mobile marketing to generate leads:

1. QR codes: Quick Response (QR) Codes are a sophisticated bar code designed to hold information. QR codes provide quick, timely, and brief information for consumers, and they were the most used technology in 2011. The QR codes can deliver information on the product, in store coupons or promotions, advertisements and so on. Having QR codes on direct mail, business trade, tradeshow booths, social media, and business magazines advertisement can provide clients a new contacting experience and increase interest.

2. Social Check-In: a location-based check -in which allow clients to comment and rate the products and services. Checking-in can help companies identify potential new relationships, and they can monitor who checks in to their business, and competition and business events. For example, GeoSoMo mobile services is increasing uptake for lead generation – they started to gain public interest in 2012 (age group 18 to 34 years old) with their GeoSocial service, which allows customers to share their location in their own social network. Monitoring check-ins can help with early adoption advantages.

3. SMS: Short Message Service is used to by companies to text message their customers. Companies can deliver their current promotions or coupons, new products or service, newsletters, and current news to mobile phones of the target audience via SMS. According to the infographic written by Dave Bui, texting is the most cost effective mode of communication for companies in their business to business strategy. There are 4.2 billion texters worldwide and nearly 200,000 text messages sent per second in 2012, which is a 338% increase from 2007. SMS has a response rate that is eight times higher than that of email.

saleschase_business_best-infographic-design_how-b2b-marketers-are-scoring-big-with-social-media-e1339380187127

Source: http://www.saleschase.com/blog/2012/06/11/how-b2b-marketers-using-social-media-get-new-business/

Reference

MMA Updates Definition of Mobile Marketing. (2012). Retrieved April 3, 2013, from Mobile Marketing Association website: http://www.mmaglobal.com/news/mma-updates-definition-mobile-marketing

Global Mobile Statistic 2012 Part B: Mobile Web, Mobile broadband penetration, 3G/4G subscrbies and networks. (June, 2012).Retrieved April 3, 2013, from http://mobithinking.com/mobile-marketing-tools/lastest-mobile-stats

Mobile Market. (March, 2010). B2B mobile marketing spend will reach $106M in 2014: Forrester. Retrieved April 3, 2013, from http://www.mobilemarketer.com/cms/news/research/5589.html

Dave Bui. (June, 2012). How B2B Marketers are Using Social Media to Get New Business [Infographic]. Retrieved April 3, 2013, from http://www.saleschase.com/blog/2012/06/11/how-b2b-marketers-using-social-media-get-new-business/

How to target the male on Pinterest?

Every women surrounded me are addicted to Pinterest. Pinterest is a female-dominated social media site that allows customers to pin images, videos, and other object to their pinboard. Currently, according to the Visually, Pinterest has been embraced with over 13 million users in 10 short months.

360截图20130402193029627

In fact, 80% of the mainstream users are still women, but the male audience grows from 20% to 28%, according to Brangignity, March 2013. I strongly believe that male will share the pie with female in Pinterest in the coming three years.

First thing the market should consider is guys’ general common interests. Pinterest is a new platform to let pictures talks rather than words. From my life experience with my male friends, there are several categories that they are highly interested in.

  • Sports: Hockey, snowing boarding, basketball and baseball
  • Men Fashion: there is an increasing trend for the male to pay attention what clothing brands and what the trendy color and pattern they are wearing. What they are wearing is showing their taste as well.
  • Cars: Cars are one of the things to present their social status.

So let us see what companies and brands are using Pinterest to expand the male market.

  1. NHL: Currently, NHL, the national Hockey League, has over 1.3 million followers. The Penguins accounts for 950 followers and Duck has different 12 boards. Using Pinterest can easier to generate more super fans attention.

360截图20130402200159094

  1. Karmaloop: Socially Targeted Email Marketing stats “Between November 12 and December 5, Karmaloop has gained a 204% growth in revenue from Pinterest and a 419% growth in followers with socially targeted email marketing from PinMail by PinLeague” Additionally, the sit traffic grew from 114030 to 139320 and the revenue grew from $5145 to $15656.

360截图20130402200941932

Reference

http://pinleague.com/targeted-email-marketing-karmaloop/

http://thumbnails.visually.netdna-cdn.com/pinterest-usa-vs-uk_502914da25b27.jpg

http://penguins.nhl.com/club/page.htm?id=77686

http://socialmediatoday.com/melissamegginson/1326076/hey-dude-you-can-market-men-pinterest-too

 

 

What is the future of the Location Based Social Networks?

Location-based social networks have brought numerous benefits to customers and business companies. The location-based social networks can be used massively in the future, except connecting with friends, locating themselves and reviewing restaurants. Based on people’s daily life, I have come up with three promising outlook how the future of the location-based social networks is.

Shopping mall location-based social networks: shopping malls have huge opportunities to take advantages of the location-based networks by sharing information which customers may need during shoping in the malls. For example, Metropolis shopping mall, the largest shopping mall in BC, has 5 floors and more than 450 retail stores. Customers are so easier to get lost in shopping mall. So what can large shopping mall use location-based social networks to solve the problem?

Customers can use the location-based networks to access every store, location themselves in the mall and find the fast route to the next store. Customer may also can read reviews about stores’ products and check what deals or coupons the stores offer before they set foot in an individual shop. Having it on customers’ mobiles can enhance their shopping experience and make shopping more effectively.

Parking lot location-based social networks: Have you ever complain about why there is no parking lot available in downtown? Where I can find the free parking lot? These location-based applications have opportunities to help users to find the nearest parking lot or available parking lots depending on their current geographic location. It can save customer more time when driving around to find a spot.

Second, in the future, customers maybe can reserve a parking lot in the nearest parking if they book a table in the restaurant in a specific time. It can bring a special and delightful dinning and parking experiences to customers.

Location-based companies merge together into a big corporation: when I research about the location-based social platforms, most of them share the similar features, which is easier for customers to lose interest and get tired of these similar applications. As far as I predict the future, it has possibility for the small location-based companies to merge into a big corporation.